Scottsdale Community College MKT101 Introduction to Public Relations Course Syllabus for Fall 2011

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1 Scottsdale Community College MKT101 Introduction to Public Relations Course Syllabus for Fall 2011 Instructor Anne Wolf Class Time M- W 1:30-2:55 Dates 9/7/11 12/16/2011 Office Hours Classroom Section By appointment, via phone, Monday- Friday, 11-3 pm or by other prior arrangement. UC Campus Text SCC Main Campus ISBN: ISBN: The Practice of Public Relations Seitel/ Pearson / 11 th Welcome to MKT101! It s a pleasure to have you in class. Throughout the course you will be learning a great deal about public relations and how they impact the operations of a business. Please read all of these instructions carefully. Included: Description of the course Instructions on how to Access the course online Please carefully read the assignment section for due dates, policy on late work, etc. You are responsible for knowing this information. Official Course Description This course emphasizes public relations techniques used both within and outside the business organization, including operation of a PR counseling firm. Course Objectives After completing this course you will be able to: Identify the role of public relations in the context of contemporary business. Define the various "publics" which constitute the public relations practitioner's view of society. Define the philosophy of public relations as a "discipline" in today's business, institutional, social, and community climates. Explain how the practice of public relations fits into the total marketing/promotional/communications mix within a business setting. Describe the various parts of a public relations program. Develop a specific public relations program for a local company, person, course, or issue. 1

2 Describe internal and external public relations techniques and tactics, which result in a profitable, long- term public relations program. Access the Course Materials To access the course materials, go to the Blackboard login page at (You can also go to the SCC homepage and click on the Blackboard link). You will need your MEID login, which is the same login you use for my. Maricopa. Once you log in, look to the right and find the heading, Courses in which I m enrolled. Click on this course, MKT101 Fall 2011 If you do not know your MEID or have any other problems, please go to the Student Help Box on the Blackboard Login Page. Assignments and Exams Your grade will be comprised of 2 Exams and 5 homework assignments and one final project. Assignmen ts and Topic Area Points Exams What is Public Relations? The Growth of Public Relations 1 Communication Public Opinion Management Ethics The Law 2 Research Print Media Relations Electronic Media Relations Employee Relations Multicultural Community Relations 3 Government Relations Consumer Relations International Relations Public Relations Writing Writing for the Eye and Ear 4 Integrated Marketing Communications Social Media 5 Crisis Management Launching A Career 7 Exam #1 8 Exam #2 9 Final Project Attendance and Participation Grade Point Range Percentage A % B % C % D % F Below 600 Below 60% 2

3 Exams There will be two exams during the semester. One will cover the first half of the text and course content and the second will cover the second half of the text and course content. Public Relations Final Project Each student will create a final project that includes the elements of a Public Relations campaign for a company of organization with which he or she is familiar. This project will include the following elements: 1. Idea Overview = Why the organization needs PR to increase awareness 2. Press Release about a specific event associated with the organization. 3. FAQ About the Company or Organization. 4. PowerPoint Presentation Outlining the PR Plan for the Company or Organization Honors Credit If you are an SCC Honors Program and would like to receive honors credit for this course, please speak to the instructor during the first week of class. Your comprehensive honors project will be worth 10% of your final grade. Assignments May contains one or more tasks/exercises. Be sure to read all of the instructions thoroughly. Important: All assignments must have your name and the course number in the document [MKT101Assignment1Smith.doc]. Do not take the chance that one of your papers goes missing. You will note that each area of the assignment has points associated with it. I will send you an explanation of grading when I return your first assignment. I will send you an e- mail acknowledgement when I receive your work for each week. If you do not receive a confirmation e- mail from me within 12 to 24 hours, SEND ANOTHER e- mail, or call me. The SCC server has been known to occasionally misdirect or leave mail undelivered. Please note the due dates for this course (drop dates, refunds, etc) are in the course catalog. Late Assignments will not be accepted unless by prior arrangement Written assignments will be completed in MSWord and sent as an attachment to an . Each document should be labeled as follows ClassName + Week# + LastNameofstudent + First IniitalofStudent.doc Ex. Mkt101AssignmentJonesM.doc. No spaces or underscores. The Subject Line for the should be named the same as the document. Please Note: Your grade is NOT a commodity; it has not been purchased with your tuition. You have every right to be graded fairly, but you do not have a right to any specific grade. Your grade isn t a reflection of you as a person. Your grade is not a measurement of effort. Your grade is an evaluation of PERFORMANCE. This means your grade is dependant upon how well you demonstrate your comprehension and application of the subject through the timely completion of the items listed above in the Point Allocation table. Grading Grades for this course will be competency based. This means your grade will be based on the your ability to demonstrate particular skills on project assignments as measured against stated learning objectives for the course. Employers are interested in not only what a student "knows" but what a student can "do" to bring added value to the workplace. Recognition of this fact is the underlying basis for the following grading 3

4 guidelines. Grading Rubric Grading Criteria Accuracy and thoroughness of work. [Content meets assignment objectives, answers in your own words, completed correct assignment] Edited and proofread [No errors in grammar, word choice, spelling, omissions] Effective communication [Concise, clear, specific, factual responses to assignment, applied material from text, appropriate referencing and source attribution] % of grade Example using 10 point assignment 30% 3 points possible Followed format guidelines for assignment 10% 1 point possible Meeting basic guidelines for assignment [On time, complete, followed instructions, proper format] Total % 10 points Attendance You have 1.5 days of sick leave. This means that you can miss a class sessions without affecting your grade negatively. After that, 20 points will be deducted from your attendance/participation grade for each absence. The only absences not impacting your grade are for religious holidays, a family death, jury duty, or participation in an SCC- sponsored athletic activity. Proof of these reasons should be presented. After five absences, you will be withdrawn from the class. You should sign in at each class meeting. You will be counted absent if you don t sign in. Disability Resources and Services If you have a specific physical, psychiatric, or learning disability and require academic accommodations, please contact the Disability Resources & Services office located in SC You will need to provide appropriate documentation of your disability. Please contact DRS at SCC Code of Civility Instructors are expected to be professional, courteous, respectful and empathic to students. They will: Be prepared for each class session Provide academic feedback and grade assignments in a timely manner Be available for individual consultation Clarify assignments and inform students of any adjustments to the class schedule Students are expected to be reflective, courteous, respectful and emphatic to classmates, instructor and other college staff assisting in their learning. Students are expected to arrive on time for class and remain 4

5 until class has ended. The instructor should be notified in advance if there is a need to leave early. Students will be expected to: Be in class and be on time. Be prepared for class sessions. Participate in class activities. Follow instructions and complete assignments. Keep up with and turn in assignments by due dates. Put forth their best efforts Ask questions when they don t understand Maintain knowledge of their grade status Contact instructor right away about concerns or situations that interfere with their success in class Comply with policies found in the SCC Catalog and SCC Student Handbook Syllabus Compliance As a student of this course, you are required to sign the Syllabus Agreement Form stating that you have received, read, understood, and will adhere to the contents of this syllabus. You must sign this form before you can start this course. Syllabus Disclaimer: This syllabus and its contents are subject to change at any time and may not be all- inclusive. It is the student s responsibility for all information contained in this syllabus. Any changes to the syllabus and course calendar will be announced in class or . Students are responsible for these changes whether in attendance or not. It is also the student s responsibility for reviewing the college policies included in the college catalog and the student handbook. Let s have a great semester! Anne Wolf, MBA Adjunct Faculty Scottsdale Community College 9000 E. Chaparral Road Scottsdale, AZ or 5

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